Do you suck as a sales person? When you walk into a room, do you clam up and pull a Tommy Boy?

Sales are quite possibly the scariest, most overwhelming, cold sweat inducing part of any job—regardless of your position in the company. Some people just don’t take well to tapping a network of complete strangers and asking for money in exchange for their awesome product or service. I get it—You feel like that annoying telemarketer, you’re often fumbling with your notes or whatever pen is handy, you can’t help but stumble over your words and “um, er, uhhh…” at anything your prospect says. It’s awful. But I’ve found some great techniques to getting over that fear of sales that make me feel a bit more human in the process, which has made the process easier and even enjoyable!

You’re On the Same Playing Field

Your potential client isn’t above you and you should not feel that way. If you approach a prospect with the mentality that you’re not worthy of their time, you won’t be worthy of their time. You need to not just think, but know, that you’re there to help solve their problems. You two are merely having a conversation about their specific needs and how you and your product or service can help.

By thinking of yourselves as two businesses solving each other’s problems, it will feel less like a telemarketer calling during dinner and more like two people working together. Don’t make assumptions about their needs, but rather let them fill in the blanks. It’s important to go into these interactions with a good amount of information and potential suggestions, but let the client tell you what they need so you can respond appropriately.

Embody Your Product

Many salespeople will hide behind their product, allowing it to do the talking. This tactic tends to make sales feel more robotic and less enjoyable. If you own and personify what it is that you’re trying to sell, you’ll radiate passion and expertise. Blend your personality, style, and knowledge into your product and it won’t feel like a pitch, it will simply feel like a conversation.

Take the time to truly get to know what you’re selling and how you, as a consumer, would use it. This kind of attitude shows that you truly care about what you’re selling, and you’re able to maintain your authenticity. Having pride in what you’re selling shows that you’re as excited as your client will be once they buy.

Trigger an Emotion

We all know about the necessity of pushing benefits rather than features, but have you thought about the effectiveness of emotional benefits? Potential customers love facts and figures, but when it comes down to it, nothing sells better than emotion. Suggestions of relief, relaxation, and trust are just a few ways that your client can feel more at ease with the outcome of their purchase.

One way to encourage these positive emotions is to snag a testimonial from a previous customer whose words paint the picture for you. Take a client for whom you solved a problem and ask that their testimonial discuss their feelings before and after you helped them. Hearing a previous customer discuss their positive feelings after hiring you is often more valuable than facts and figures alone. It allows your potential customer to feel more connected to the results of buying from you, and thus make it easier to carry on the sales conversation.

So there are a few of my tricks for personifying the sales process and making it easier on your nerves. Try approaching each lead with this mindset and see how quickly the practice goes from challenging, to enjoyable.